Halloween Spending to Reach $8.4 Billion, Highest in Survey History, NRF Says

4f2c4489-dd83-44c0-8e20-9c0c2902cdceAccording to the National Retail Federation’s annual survey conducted by Prosper & Analytics, total spending for Halloween is expected to reach $8.4 billion, an all-time high in the survey’s history.

U.S. consumers are expected to spend an average of $82.93, up from last year’s $74.34, with more than 171 million Americans planning to partake in Halloween festivities this year.

According to the survey, consumers plan to spend $3.1 billion on costumes (purchased by 67 percent of Halloween shoppers), $2.5 billion on candy (94.3 percent), $2.4 billion on decorations (70 percent), and $390 million on greeting cards (35.4 percent). When it comes to preparation, 71 percent of consumers plan to hand out candy, decorate their home or yard (49 percent), dress in costume (47 percent), carve a pumpkin (46 percent), throw or attend a party (34 percent), take their children trick-or-treating (30 percent), visit a haunted house (21 percent), or dress their pet(s) in costume (16 percent).

Searching for the perfect costume inspiration will lead consumers to sources both online (35 percent) and in-store (29 percent). Social media is the fastest-growing influencer for the perfect costume, particularly Pinterest (17 percent), which has seen 133 percent growth since 2012. Some other places for inspiration include friends/family (19 percent), Facebook (17 percent), pop culture (16 percent), and print media (14 percent).

About the author

Maddie Michalik

Maddie Michalik

Maddie Michalik was the Editor-in-Chief of The Toy Book from 2020-2022. She was also a Senior Editor at The Toy Insider and The Pop Insider.

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